Proposed museum service operations framework for addressing overcrowding: A Taipei case study

Although the high growth of the tourism market contributes to a record number of visitors to landmark museums, they also encounter the overcrowding problem. This study reviewed the case of National Palace Museum (NPM) in Taipei to discuss the overcrowding problem and provide suggestions to alleviate this problem. This study adopted document analysis to summarize NPM's policies regarding the overcrowding problem that were identified by performing text mining of visitors' reviews for the NPM. And a content analysis involving semantic analysis and coding of negative reviews for NPM retrieved from TripAdvisor was performed for extracting complaint categories regarding the overcrowding problem. On the basis of the results, a service operation management framework in response to museum overcrowding is proposed. This study suggests that a museum can manage the overcrowding problem on the basis of visitor characteristics by adjusting visitor demand, optimizing the service design, diverting visitors' flow, elaborating the floor plan and exhibition design, or forming a decentralized museum hub to move must‐see exhibits for tourists to a stand‐alone pavilion or branch to disperse the crowd.